Who better to thank NSPCC supporters than the child themselves? Using the format of a children's school play allowed us to put the children centre stage and dramatise the way supporters' money is helping. It also gave the ad a much higher level of authenticity. School plays are produced on a shoe-string budget so we weren't seen to be spending too much on production. None of the children are actors.

This was about nurturing and building relationships, not generating business results. The ad reached 7m viewers and 15% of all UK adults. It generated 2,474 visits to the NSPCC’s website – 1,219 unique, and 724 impressions (351 unique) to a special Christmas website. There was a 22% uplift in website traffic from 2005 figures.